A Month in Beauty: January 2023

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month? 

Trend spotlight

De-influencing 

Move over influencers… it’s time to de-influence! This year has started off with creators giving their opinions on products they deem to be overrated and warn their followers to be cautious before buying. 

@daralevitan Has anyone been able to make these work?? #pixiblushstick #beautytok #notworththehype #makeupnottobuy #deinfluencing #fyp ♬ original sound – Dara Levitan

@pranksinatra69 Replying to @xchelsxannex28 #greenscreen THIS IS MY OPINION!!! pt 3 #beauty #makeup #productsihate #productsiregretbuying #grwm #trending #skincare #fyp ♬ original sound – abby monea

Rosemary oil

New year, new hair. The first hair trend of the year is a TikTok cult classic: Rosemary oil. Users have been organically sharing their rosemary oil hair transformations, while offering haircare tips to other users. 

@kirstenindetox_ Hair Growth Journey! ??? #rosemary #rosmaryoil #hairloss #hairlossremedy #hairlosssolutions ♬ оригинальный звук – ISHTAR

@imofficialmaria Replying to @imofficialmaria the update on rosemary oil you’ve all been waiting for! The only thing that stopped my hair loss after getting COVID #rosemaryoil #1yearupdate #growthoil #rosemaryhairgrowthoil #miellehairproducts #miellehairoil ♬ original sound – Maria | Latina Content Creator

Brand Spotlight

Maybelline

This month, Maybelline has gone viral once again thanks to its new SuperStay Powder Foundation. The powder foundation picked up organic traction on TikTok, and has since been tried and tested by some of the biggest beauty creators on the platform. 

@jordanlipscombe the new maybelline superstay powder foundation? #fyp #makeupreview #beauty ♬ original sound – Jordan

@theoliviasaurusrex trying the lighest shade of the maybelline superstay 24h powder foundation on very pale skin ☺️ #maybellinesuperstay #maybellinesuperstayfoundation #maybellinepowderfoundation #maybelline24h #powderfoundation #powderfoundationreview #affordablefoundation #paleskin #neutralundertone #paleskinmakeup ♬ original sound – olivia ancell

Creator spotlight

Rhian Davies 

Rhian is an up-and-coming beauty creator, sharing her rediscovery of makeup for maturing skin and the fun of creativity when making new looks. She has very quickly gained over 31K TikTok followers thanks to her transparent GRWM videos. 

@rhiandavies46 Another make up look today using these brown/copper/gold tones from this HUDA palette. Don’t know why I ended up using a pink lipstick. though ?‍♀️ theres a link for the gorgeous @Opretty velvet powder puff & the fab @thebeautycrop loose powder. #makeup #llovemakeup #matureskin #maturemakeup #maturemakeuplook #maturemakeupover50 #maturemakeupmatters #maturemakeupover40 #over50women #over50style #over50andfabulous #over50tiktok #styleover50 #styleover50blogger #styleblogger #styleover50women #womenover50ontiktok #stylehasnoage #womenover50 #womenover50club #over50club ♬ original sound – Rhian

@rhiandavies46 I wish I’d started a skincare regime years & years ago ? I didn’t realise how different my skin would feel & look. Softer hydrated and glowing! I’m using @oprettyltd products, which so many of you had nothing but praise for, and I’ve linked them for you too! Thank me later ? #over50women #over50andfabulous #over50tiktok #styleover50blogger #womenover50ontiktok #womenover50 #womenover50club #over40 #womenover50ontiktok #petitestyleblogger #womenover50fyp #matureskin #matureskincare #matureskincaretips #matureskincaretip #lookafteryourskin #skincare #skincareroutine ♬ original sound – Rhian

Content spotlight

NYX Cosmetics: ASMR

ASMR is always popular on TikTok, and NYX leaned into this approach for its Smooth Whip Lip Creams. Creators were encouraged to emphasise the smoothness in the captions, and the short videos were posted to the creator’s own page before boosting to wider audiences. 

@rubytrue_asmr #AD Lip smacking #ASMR tingles with @nyxcosmetics_uk NEW affordable #Smoothwhip Lip Cream #smoothtalker #veganmakeup #lips ♬ original sound – Ruby True

@emmakirkmua #AD The smoothest lips going @nyxcosmetics_uk NEW, affordable #SmoothWhip Lip Cream! #SmoothTalker #veganmakeup #lips ♬ original sound – Emma Kirk

Rimmel London: Thrill Seeker Mascara

Rimmel used beauty creators to promote its Thrill Seeker Mascara, and had creators take their audiences through their mascara routine, showing the fluffy lash effect that was easy to achieve using the product. Both new and old content was boosted to wider audiences for this. 

@alxcext Putting the @rimmellondon Thrill Seeker mascara to the test ❤️ #ad. It gives my lashes amazing bold volume leaving them super full and long! Shop now @superdrug #RimmelThrillSeeker #rimmellondon ♬ original sound – Alice T

@frishtaxx GUYS i am IN SHOCK!!!! ? #RimmelLondon #RimmelThrillSeeker #mascara @rimmellondon ♬ original sound – Frishta

Maybelline: Sky High Mascara

Maybelline has been promoting its TikTok-favourite Sky High Mascara using GRWM-style videos. Creators posted videos to their own channels, taking their audiences through their usual makeup routine, but with a focus on the mascara and the lash transformation it offers. Creator videos were boosted, with many receiving over 50K likes. 

@makeupbysamanthaharvey #AD GRWM using my favourite @maybelline Sky High mascara!! ? #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Samantha Harvey ?

@tarabarzz #AD I’m obsessed with my lashes ? the @maybelline Lash Sensational Sky High Mascara is absolutely amazing for giving you that length & volume you need! #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Tarabarzz

The Inkey List: Skincare Routines 

The Inkey List worked with a number of creators across the UK this month to promote a few products, but mostly its moisturiser, oat cleansing balm and hyaluronic acid. Influencers took their audiences through their varying skincare routines, informing their audience about the specific product benefits.

@poppymead Can’t get enough of this stuff @theinkeylist #theinkeylist ♬ original sound – Poppy Mead

@theoliviasaurusrex advert ☺️. will never stop raving about @theinkeylist ‘s hyaluronic acid! so simple but effective – i apply a small amount to damp skin after cleansing and then press it into my face until it’s absorbed. so glowy & hydrated! ♥️ #theinkeylist #theinkeylisthyaluronicacid #hyaluronicacid #hyaluronicacidserum #affordableskincare #affordableskincareproducts #affordableserum #hydratingskincare #hydratingskincareproducts ♬ original sound – olivia ancell

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